A Year of Innovation in the Wine, Spirits and RTD Market 2024
A Year of Innovation - What's Included
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Explore the latest global innovations across the global wine and spirits industry in 2024. Our global trends market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.
Wine and Spirits Industry Innovation – EMEA
RTD (ready-to-drink) brands are responding to increased interest in low and no-alcohol RTDs as consumers, especially younger adults, look to moderate their alcohol intake. Heightened consumer interest in sustainability is prompting brands to innovate around more eco-friendly packaging.
- 54% of 18-24 year olds in Germany say they would like to see more low-alcohol RTDs.
Innovation in the Spirits Industry – APAC
RTD producers are exploring spirits and tea-based flavours to entice consumers to the category. Gin has seen a boom in launch activity in the region with brands focusing on local production and innovative ingredients.
- 55% of alcohol drinkers in China say that a novel flavour is a purchasing motivator when buying alcohol.
Wine and Spirits Industry – Americas
New and cross-category brands are infusing the RTD space with flavour innovation in the spirits industry. Both the whisky and tequila sub-categories have seen a surge in share of spirit launches in the US.
- 64% of RTD consumers in the US buy RTDs based on flavor.
To discover more about the wine and spirits industry, read The Future of Wine and Spirits 2024 Report, or take a look at our extensive Alcoholic Drinks Market Research.
Expert Analysis from an Innovation Specialist
This report, written by Mikolaj Kaczorowski, a leading innovation analyst, delivers in-depth commentary and analysis to highlight innovations in the spirits industry and add expert context to the numbers.
RTD innovation continues to pivot around novel and unique flavour combinations and alcohol reduction. Sustainability continues to be relevant in wine and spirits.
Mikolaj Kaczorowski
Innovation Analyst
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: brands address consumer demand for more low- and no- alcohol offerings
- Graph 1: flavoured alcoholic beverages, by share of launches with an ABV of less than 0.5%, 2019-23
- Europe: sustainable claims record an increased share of launch activity in wine and spirits
- Graph 2: wine and spirit launches, by share of select ethical and environmental claims, 2019-23
- The Middle East & Africa (MEA)
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Asia Pacific (APAC)
- Asia: flavour innovation keeps the RTD sector vibrant and relevant
- Graph 3: RTD launches, by share of beverage flavour component group, 2019-23
- Asia: gin brands are tapping into growing consumer interest in the spirit
- Graph 4: spirit launches, by share of spirits sub-category, 2019 vs 2023
- Australia & New Zealand
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the americas
- North America: RTD brands drum up excitement with flavour innovation
- Graph 5: RTD launches, by top 10 flavour component sub-groups, 2023
- North America: whisky and tequilas gain launch activity share
- Graph 6: spirit launches, by share of spirits sub-category, 2019-23
- Latin America
- Graph 7: spirit launches, by sub-category, 2023
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